Pinterest is a social media platform that allows users to search for “pins” and save them to their own “boards.” The service is popular primarily among creative people looking for inspiration in home decor, arts and crafts, culinary presentations, and more. It serves as a search engine for a variety of demographics.
Pinterest is hardly a new social media platform, but over the years, many social marketers have shifted their focus to areas where their attention can be consolidated, such as Meta (or more recently, TikTok). However, it may be worthwhile to give Pinterest paid social ads another look.
As other brands spread their paid social budget thinner, now could be the time to dominate on a highly engaged channel. Here’s why Pinterest paid social advertising may be right for you.
1. Women Are the Main Audience
Omnicore Agency found that approximately 77.1% of the users on Pinterest are women. If you are looking for a target audience that is primarily women, then this space is the right place to start advertising. The majority are between the ages of 30 and 64, too, so for older audiences, this could be the place to start.
2. Pinners Use Pins for Purchasing Decisions
On some social media apps, people get inspiration or get to see what other people buy. With Pinterest, the platform is used explicitly to take ideas, so if people see content they’re impressed by, they’re subject to want to recreate what they see exactly. That includes the specific products… even if they’re from promoted pins.
3. Over 5 Billion Searches Happen Monthly
Pinterest is popular, and that is shown by just how many searches happen there each month. In 2021, it was determined that Pinterest reached an impressive record: Over 5 billion searches each month (on average). If you could use more traffic to your website or want to focus on reaching your audience, this is an excellent place to start.
4. Pinners Do the Work for You
One key reason to think about using Pinterest for ads is that pinners do much of the advertising work for you. Once you place an ad or set up pins, people can share them and add them to their own collections. Over time, you may see your traffic increase thanks to a few prolific pinners, or simply because of the abundance of pins out there. Why spend more when you can get this kind of advertising through digital word of mouth?
5. Pinterest has over 478 million users
If you thought that Pinterest wasn’t applicable to your marketing efforts, think again. Pinterest has over 478 million users, which means that you have a potential gold mine when you use Pinterest to market your brand. That number isn’t decreasing any time soon, either, because searches by Gen Z pinners have been on the increase, up by around 31% year over year.
6. Pinterest Ads Raise Awareness of Your Brand
It should go without saying, but the reality is that many people don’t use all forms of social media. If you want to have a captive audience in the age range you are looking for, then you have to go where that demographic is. By running ads on Pinterest, you raise awareness of your brand, which is the first step toward creating social proof. The more people know about your brand, the better.
7. Pinterest Increases Conversion Rates
If you keep getting views but aren’t getting buyers, consider running your ads on Pinterest for a change of pace. People on Pinterest save pins for later all the time, but what’s interesting is that many of them come back to make purchases later.
Since Pinterest is a highly visual platform, it makes people more likely to shop. Those people are also more likely to buy from you.
8. You Can Promote Evergreen Content Easily
Another great reason to work with Pinterest is because anything you advertise stays up for a long time. If you choose to advertise with evergreen content, you’re going to be in great shape when it comes to making sales and raising brand awareness.
Time-sensitive content isn’t the best for Pinterest because of the nature of the pins and boards users create. However, if you know you’re going to offer a specific service or product for a long time, it could be a great way to build up awareness.
9. You Can Use Ads Manager to See How People Find You
With Pinterest Ads Manager, you are able to research which search terms people are using to find your pins. Why is that important? If you see a keyword taking off, you can use it to help pull in more traffic on future ad campaigns. Additionally, if you’re not seeing much traffic, seeing what is working will help you rule out the keywords that may be duds.
Pinterest analytics will give you the insights you need to reform your SEO strategy and rank for the right keywords well beyond just the Pinterest platform.
10. You’ll Save a Pretty Penny
Finally, consider using Pinterest for ads because you’ll save money doing so. Pinterest ads are much more affordable than YouTube or Instagram ads, and they’re effective. Hootsuite found that Pinterest ads have a 2.3x cheaper cost per conversion, meaning you’ll make sales without spending as much of your budget.
Get More Done With HawkeAI
HawkeAI is now in partnership with Pinterest, so you can benchmark your data and compare your Pinterest paid social ads’ performance to the rest of your industry. There has never been a better time to get started with your social media marketing campaign on Pinterest, and we’re here to help you make it happen.